This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social...

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the...

Statistical Methods in Customer Relationship Management focuses on the quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis on developing an understanding of Customer...

This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social...

Customer Lifetime Value - The Path to Profitability reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring...

This book explains the use of Customer Lifetime Value (CLV) to target customers with higher profit potential, manage and reward existing customers based on their profitability, and invest in high-profit customers to prevent attrition and ensure...

In a world exploding with marketing data, there's no text that keeps pace with the latest tools, applications, and developments in marketing research. This book shows the future managers and researchers when marketing can and should be...

Customer Relationship Management: A Databased Approach offers the promise of maximized profits for today's highly competitive businesses. This innovative book provides readers with the tools and techniques to effectively use CRM. It...

The 8th edition of Marketing Research provides an application oriented approach to marketing and marketing research by outlining when what type of marketing research should be used, why and how. This book acts as a guide for future managers...

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not...

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.

This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not...

This practical, detailed and well-documented guide takes students through all phases of developing and conducting international marketing research- from analyzing the nature and scope of the research, to the preliminary stages, gathering data,...

This book condenses the approach marketers should take towards marketing research by identifying when marketing can and should be used, what research, and how to interpret and apply the results.

Kumar, V. and Bharath Rajan "A Strategic Approach to Drive Profits: Defining, Measuring and Managing Customer Value", forthcoming in Next Practices in Marketing, eds., Greg M. Thomas and Raj Srivastava.

Kumar, V. and Nita...